6 Months In: What We've Learned in Marketing So Far This Year

We do a serious double-take when we look at the calendar these days—it’s hard to believe we’ve already breezed through half the year! From viral trends to unexpected algorithm updates (s/o Google), the digital marketing landscape has kept us on our toes.

That’s why today, we wanted to share what we’ve learned as things have continued to change in 2024. Whether you’re a seasoned marketing pro or simply want to stay informed, here’s what you need to know!

The Rise of AI and Automation in Marketing

One thing’s for sure: AI and automation are taking the marketing world by storm. In the past six months, we've seen a surge in the adoption of AI tools for everything from content creation to customer service. Chatbots are now handling queries like pros, freeing up actual humans for more complex tasks.

Then there’s the rise of predictive analytics—we like to think of these as our own crystal ball, helping us anticipate trends and customer behaviors with accuracy that surprises even those of us who have been in the industry for decades.

Key takeaway: Harness automation to boost the personalization of your marketing efforts. When you use these tools correctly, you can create campaigns that feel tailor-made for each individual. Just be sure not to go overboard here—a human touch is still what will set your brand apart.

Changes in Paid Advertising Strategies

Paid advertising has gotten quite the makeover this year. We’ve seen a shift towards precision targeting and clever retargeting strategies. Rather than tossing spaghetti at the wall and hoping it sticks, it’s all about hitting the bullseye with each ad.

Now, the party’s not just on Facebook, either. Brands are exploring new platforms and formats as old-school channels get crowded. Ever tried advertising on Instacart or Walmart? Retail media networks like that are the new hotspots for reaching hungry buyers. There’s also been an uptick in programmatic advertising, making our campaigns more efficient and effective.

Key takeaway: Don’t fall behind here. It’s not about doing what you’ve always done—it’s about staying on top of where your consumers are now spending their time and meeting them there (even if it means switching things up from your usual strategy).

Growing Importance of Privacy and Data Protection

This year, data protection has become the star of the show. Stricter regulations and a rising user demand for transparency are shaking up how we approach marketing. Consumers want to know how their data is used and stored (and they're not shy about it!).

For us marketers, it’s all about striking the right balance. We need to deliver those personalized experiences everyone loves while respecting privacy concerns. It’s a tightrope walk, but mastering it means building trust and loyalty with our audience.

Key takeaway: More privacy laws will be passed this year, restricting third-party cookies by default. Implement Google Consent Mode to save your conversions and learn more about transitioning to server-side tracking.

Short-Form Video Dominance

Let’s be real—few users are going to sit down to watch a 10+ minute video these days. In the first half of this year, platforms like TikTok, Instagram Reels, and YouTube Shorts have been our go-to for quick hits of creativity and engagement.

Why the hype? These bite-sized beauties deliver stories in seconds, capturing attention and sparking conversations like no other format has yet. If you want in on this type of content, don’t overthink it—grab your phone, craft a snappy message, and keep it short. Pack a punch and leave people wanting more.

Key takeaway: If you have a content strategy, short-form video needs to have its own separate section. Sit down with your team or agency to map out this individual strategy for the rest of 2024 while leaving room for you to hop on trends that pop up now through December. If you’re wondering if we practice what we preach, just check out Big Ideas with BFO on our LinkedIn page!

Evolving Social Media Algorithms and Engagement Tactics

It's a jungle out there—social media algorithms are evolving faster than a TikTok dance trend. This year, we've seen platforms like Instagram and Facebook shake things up with new updates that keep us on our toes.

Plus, Google has serious FOMO, so they’re in on the action too. They’re now featuring Instagram posts in their search results, blending our social media savvy with good ol’ SEO, which was first posted about by Gagan Ghotra in the screenshot to your right (because it can't all be memes).

Key takeaway: Forget about just racking up followers. It’s all about meaningful connections and real engagement now. Building a community that cares about your brand is worth more than a thousand likes, so make sure your social media strategy doesn’t get too caught up in KPIs.

SEO Adaptations to Voice Search and AI Assistants

We tell our Alexas to do about 50 things each day, so we’re no strangers to smart speakers and AI assistants. As these devices become permanent residents in homes across the globe, optimizing for voice search has become more crucial than ever.

So forget the robotic keywords—now, it's all about speaking your audience’s language. Think natural, conversational phrases that match how people actually talk. Start thinking like your customers and answer their burning questions in a way that feels like a chat with a friend.

Key takeaway: Don’t let AI control too much of your SEO strategy. Prioritize natural language and find an agency that can boost your search rankings without taking the fun out of your brand.

Data-Driven Marketing and Advanced Analytics

Numbers, numbers everywhere (and we can’t lie—we love it). In 2024, data-driven marketing has taken the wheel, steering us toward smarter decisions and way better insights than we had before.

Thanks to advanced analytics, we’re not left guessing. We’re crunching numbers to uncover what really works to fine-tune our campaigns. This real-time data helps us pivot on a dime and stay ahead of the game—because, in today’s world, every click counts. 

Key takeaway: Use those analytics. And if you’re not sure how to do so, find someone who does.

Local SEO and Hyperlocal Marketing

This year, local SEO has elbowed its way into the conversation as brands aim to capture nearby customers and boost their local search visibility. But we’re not stopping there—hyperlocal marketing is all the rage as well.

It’s about zeroing in on specific communities and regions with customized messages that resonate (here are some great examples). Whether it’s spotlighting a neighborhood event or offering local deals, targeting at this level makes customers feel like you’re just around the corner.

Key takeaway: It’s okay to think big—just don’t forget the people inside your own community. Find an agency that focuses on quality local SEO strategies that will help you attract more local traffic.

Embracing Google Analytics 4

We’re officially in our Google Analytics 4 (GA4) era, with Universal Analytics data disappearing on July 1st of this year. If you haven’t already, it’s time to fully embrace the power of GA4. Now that Google has wiped the slate clean, we're all in for the exciting upgrades and smarter insights GA4 promises.

From enhanced tracking to more intuitive reporting, GA4 is set to be a game-changer for data-driven decision-making. We can't wait to explore all the new features and improvements that will make our marketing strategies sharper and more effective.

Key takeaway: Before, it was all about migrating to GA4. Now, it’s about fully taking advantage of its perks. Not sure what they are? We can help you find ‘em.

Moving Forward in 2024

As we head into the second half of the year, we’re poised with all of the updates and algorithm shifts we need to make our marketing stronger and more successful. Sign up for our newsletter so you don’t miss any future updates, and be sure to send us a message if you have any questions!